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How Innovative Measurement Gave Airheads a Lift

Posted by Keen Decision Systems on 12/5/18 8:00 AM

The following post was curated from AdWeek's Oct. 10 webinar: Breakthrough Measurement, with permission from Keen's featured client, Bill Mackison, consumer insights lead for Perfetti van Melle (PvM), makers of Airheads and Mentos.

"You Only Improve What You Measure."

I believe you do indeed improve what you measure – whether it is people growth, sales growth or marketing effectiveness. And in today's fragmented and fluid consumer market there's strong incentive to measure better

We have experienced a huge change in our measurement insights using Keen's platform, in contrast to our past marketing mix analyses to the extent that I believe that leveraging these types of real-time measurement technologies can actually constitute a first-mover advantage.

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Vanity Metrics: Facing Up to the Ugly Truth

Posted by Greg Dolan on 10/23/18 9:09 AM

Like Narcissus in the reflecting pool it's virtually impossible for us marketers to turn our gaze away from our dashboards, clicking, whirring and blinking with impressions, clicks, shares, likes, reach, engagement, open rates and more. 

We've gone from no metrics to a Pandora's box of vanity metrics— full of sound and fury — but here's the ugly truth: signifying nothing

None of these metrics can be directly, positively or predictively correlated to top- or bottom-line improvement.

It's time to look elsewhere.

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Inside CPG Marketing: What's Hot, What's Not and How to Win in 2019

Posted by Greg Dolan on 9/27/18 10:46 AM

Keen Decision Systems had the pleasure of sponsoring the inaugural MediaPost CPG Conference yesterday in New York City. The event featured some of the best brands, agencies and minds in the business, from CPG leaders like Bayer Consumer Health and Chobani Yogurt to emerging, high-growth D2C brands like HelloFresh, BarkBox and Boxed.

The content was exciting and provocative, but even more intriguing was what wasn't discussed.

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